| Not Acceptable(<50%) | Needs Improvement(50-64%) | Good(65-79%) | Excellent(80-100%) | Mark | Comments |
Company Background | * Background information not provided or very little information. * Performance data is missing. | * Insufficient background information provided on the company. * Data on the company’s performance is not sufficient. | * History of the company is missing some relevant information. * Company’s performance is not clearly outlined. | * Brief history provided. * An overview of the company’s current performance including size and growth rate. | /5 | |
Segmentation Chart | * Little understanding/ incorrect understanding of the ...view middle of the document...
| * Each of the 4 Ps is described for the company with extensive explanation and examples. | /20 | |
Competitive Advantage | * Competitive advantage is not outlined or doesn’t make sense. * Rationale is not included. | * Competitive advantage is not clearly described compared to the competition. * Rationale is missing a significant amount of information. | * Competitive advantage is not clearly described compared to the competition. * Rationale is not complete. | * Clearly defined what is unique about this company in comparison to the competition. * Strong rationale is provided. | /5 | |
SWOT | * Identified 0-1 facts in each quadrant with little or no explanation. * Information is not current. * A great deal of critical info is missing. * Insufficient research. * No feedback incorporated from the industry environmental analysis. | * Identified 1-2 facts for each quadrant with adequate explanation. * Information may be out of date. * Some critical info is missing. * Little research conducted. * Much of the feedback was not incorporated from the industry environmental analysis. | * Identified 2-4 facts for each quadrant with good explanation. * Some information may be out of date. * A small amount of critical information may be missing, * A fair amount of research conducted. * Some feedback incorporated from the industry environmental analysis. | * Includes more than 4 facts for each quadrant. * Correctly identified the most current and relevant information and trends. * All facts are clear and complete. * Extensive research conducted. * Feedback incorporated from the industry environmental analysis. | /20 | |
Potential Actions | * Less than 6 potential actions provided and they were not outlined as requested. * Little or no explanation provided. Actions are not logical or feasible. * The actions are not associated with the SWOT analysis. | * Less than 6 potential actions provided or they were not outlined...